Geely Italia

The objective

Leveraging TikTok to grow an audience in a new market

Geely is a leading automotive manufacturer with a worldwide vision, now hitting the roads in Europe to launch their innovative car lines through a number of new countries, including Geely Italia.

Founded in 1986 and active in the automotive sector since 1997, Geely today stands for innovation, quality, and forward-thinking vision in the world of mobility. With a multi-brand portfolio including iconic names such as Geely Auto, Zeekr, Lynk & Co, Volvo Cars, Polestar, Lotus, and Smart. Geely operates across the entire automotive value chain: from design to production, from electric mobility to digital services, and from autonomous to connected driving.

Being a brand new branch for the automotive company, @geely.italia was created only a few days prior to the launch campaign. Since Geely Italia didn't have an existing TikTok audience, the launch campaign needed to efficiently reach a large number of accounts in order to kick-start the launch through the Italian market.

Working with Social & Impact (Luca La Mesa) agency, Geely Italia launched the new campaign with the key objectives of lead generation, interaction, and reach, commuity building in the Italian market.

The solution

Combining a range of advertising products to effectively target new audiences

To effectively raise awareness for Geely's entrance into the Italian market, the automotive brand leveraged a range of TikTok products, using broad targeting to increase audience reach.

Geely leveraged a diverse suite of TikTok products to drive the campaign, including In-feed ads with Reach, Video Views and Community Interaction objectives for the awareness strategy, along with TikTok's innovative AI campaign management solution, Smart+ Lead Generation, to drive new leads.

The campaign didn't use traditional split-testing methods, but instead ran a comparative learning test between two lead generation approaches using Smart+ campaigns, comparing leads obtained from an external landing page with those generated through TikTok's instant forms.

In terms of content, Geely focused the brand launch around the Red Valley Festival in Sardinia, pushing content which showcased the car in the dynamic context of the festival. They then shifted the content focus to specific product features, showing the vehicle in a real-life context to highlight its functionalities and design.

To amplify the campaign, Geely worked with two creators who already have reach and credibility within the target audience: Silvio De Rossi and Andrea Pirillo.

The results

Successfully reaching new audiences and generating leads

The first campaign for Geely Italia was hugely successful, exceeding the campaign goals. In a short period of time the campaign reached 1.8 million TikTok users with a CTR of 0.88%, and over 1.4k conversions. In addition to these achievements the campaign also saw a CPL of under €16 and a CPM of 3.56.

Outside of the key metrics the campaign, and continued efforts on TikTok, are set to have a significant impact on Geely's brand awareness in Italy. The campaign has also supported raising signups for test drive bookings for the first Geely car launched in Europe.

In this sense, the activity has not only generated measurable advertising performance but has also supported the broader goal of positioning Geely as an innovative and accessible new player in electric mobility in Italy.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.